London, New York, and Paris are among the cities people most associate with the best New Year celebrations, based on how widely their festivities were shared on social media, according to a December 2025 study by social media growth company Socialplug.
The report, which analyzed holiday-related Instagram hashtags and online search activity, found that London ranked as the most “Instagrammable” New Year destination, suggesting strong public interest in its celebrations. More than 460,000 Instagram posts tagged London during the holiday period, driven largely by images of fireworks, illuminated landmarks, and seasonal decorations.
New York placed second, with about 387,000 New Year-related Instagram posts. The city also recorded the highest online search volume among the top destinations, reflecting sustained global attention around events such as the Times Square countdown. Paris followed in third place, with roughly 180,000 festive posts highlighting its streets and landmarks during the holiday season.
Dubai ranked fourth, standing out as the only major destination in the top tier offering warm winter weather. The city appeared in about 172,000 New Year-themed Instagram posts and posted the highest safety index among the cities studied. Chicago completed the top five, with winter conditions and skyline views featured in more than 77,000 posts.
Other cities in the top 10 included Sydney, Vienna, Berlin, Rome, and Moscow. Moscow recorded the highest number of expected snow days during New Year week, contributing to its visual appeal despite lower overall search interest.
Socialplug examined more than 50 global cities, ranking them based on the volume of Instagram posts using holiday-related hashtags, online search interest tied to New Year travel, safety ratings, and average temperatures during the holiday week. The results offer a snapshot of where travelers and social media users believed the most memorable New Year celebrations took place, based on what they photographed and shared online.
Joosep Seitam, chief executive of Socialplug, said cities with large-scale holiday displays tend to dominate social media during the season, as lighting and decorations create settings that are widely photographed and shared.
